Omar Abdullah, Chief Minister, Jammu and Kashmir, calls for a more sustainable and visitor-focused approach in the UT’s tourism sector. He highlights the importance of shifting tourism efforts from high volume to high value, emphasising quality over quantity. “There is a need to treat tourism as a structured, long-term endeavour, rather than an ad-hoc activity, by adopting a tourist-centric perspective. We need to enhance the tourist experience, so visitors are more likely to revisit and recommend J&K as a destination,” he said